Vitalie Taittinger carries the weight of six generations before her as she steers one of Champagne’s most storied houses into the future. Since 2013, that stewardship has included an unlikely alliance: a partnership with FIFA. We asked her to unpack the thinking behind how an independent, family-run Champagne house approaches building a global brand, what it means to put their flagship cuvée at the center of a limited FIFA edition, and why success, for Taittinger, is measured in decades rather than quarters.

Chief Marketer: How has the role of the partnership with FIFA evolved as marketing shifts toward performance and measurable outcomes?

Vitalie Taittinger: At Taittinger, we’ve never approached partnerships purely through the lens of KPIs or short-term metrics. Our philosophy is to move forward with ambition and conviction to take on opportunities that challenge us and elevate the brand.

One of our partners once described the FIFA collaboration as not being about immediate commercial return, but about positioning Taittinger among the very best, “playing with the top players, for the top games.” That idea resonates deeply with us. It’s about long-term brand strength, relevance, and presence at the highest level.

CM: The FIFA World Cup is one of the most crowded sponsorship environments. What does Taittinger uniquely gain that other luxury brands might not?

VT: It’s less about comparison and more about how we bring the brand to life. Taittinger is not a static or purely symbolic luxury brand but it is something that is meant to be experienced.

We are present in restaurants, celebrations and gatherings around the world. The FIFA partnership reinforces that energy, allowing us to express a brand that is lively, joyful and deeply connected to moments of celebration, rather than something distant or untouchable.

CM: How do you measure ROI on a global partnership like this — brand equity, sales lift or something else?

VT: We take a long-term view. As a family-owned house, our focus is not on short-term optimization, but on building lasting relevance and strength.

We believe that to remain competitive, especially as an independent Champagne house, we must stay active, ambitious and willing to invest in opportunities that reinforce our identity and visibility globally.

For us, success is measured in the continued vitality of the brand. Its presence, its perception and its ability to remain meaningful over time.

CM: Taittinger has worked with FIFA for over a decade. What has kept the partnership valuable enough to renew?

VT: For us, continuing this partnership is a true mark of recognition of the quality of our wines and the strength of our teams.

What makes it especially meaningful is the shared spirit behind it. At Taittinger, we believe in celebrating life’s moments, both big and small. Whether it’s a football match, a family gathering, or a global event like the World Cup, these are moments that bring people together and create joy.

The FIFA partnership allows us to express that philosophy on a global stage, while also showing that, despite our long heritage, Taittinger is a modern, warm, and dynamic house.

CM: Why create a limited-edition Brut Réserve instead of a new cuvée? What’s the thinking behind using your flagship product?

VT: Brut Réserve is the purest expression of our house style and the wine most closely associated with Taittinger around the world. Using it for this limited edition allows us to remain authentic while making the celebration accessible to a wide audience. The focus is not to introduce something entirely new, but to elevate a cuvée that already represents who we are.

CM: Is this primarily a brand play, a revenue play or a collector play?

VT: It is first and foremost a celebration of the partnership. The limited edition creates a tangible connection to the FIFA World Cup, offering consumers a way to participate in that moment. There is naturally a collectible aspect, but the intention is to celebrate a shared global experience rather than create exclusivity for its own sake or rather than a revenue play.

CM: Does a limited edition like this meaningfully move sales, or is it more about the halo effect for the broader portfolio?

VT: The limited edition generates strong interest in its own right and contributes both directly and indirectly, strengthening the overall image of the brand.

CM: Are you targeting new consumers — sports fans, younger drinkers — versus existing Champagne buyers?

VT: We don’t approach our strategy through rigid audience segmentation. Taittinger is built around a single vision of quality and style that we share globally.

Partnerships like FIFA are a way for us to connect with people across cultures, generations, and backgrounds. They allow the brand to speak to a wide audience while remaining true to its identity.

For us, it’s about making the brand feel relevant and alive in different contexts, rather than targeting specific groups.